Professional Documents
Culture Documents
Everything you could possibly want to know about technology marketing in one place.
Table of Contents
Introduction Key Findings and Predictions Marketers to Watch in 2012 Positioning and Branding Social Media Content Marketing Demand Generation Sales and Marketing Alignment Research and Planning Marketing Technology One Final Thing Contributors 2 3 6 8 13 20 26 32 35 38 43 44
Introduction
Who should use the handbook
As the title implies, the Handbook was created with technology marketers in mind. Marketers who focus on information technology products and services that businesses use should find it particularly useful. But CEOs, salespeople, and product management types can also learn a lot here. Furthermore, the Technology Marketers Handbook is designed to be informative and fun, so if youre just interested in the topic of technology marketing, have a look and pay particularly close attention to the lists weve curated. Much of the Technology Marketers Handbook was crowdsourced directly from dozens of marketing practitioners and experts. These contributions are highlighted because they contain particularly valuable insights from your peers. If you want to participate in live conversations on almost every topic in this Handbook, click here: www.focus. com/topic/technology-marketing . Youll find some of the worlds leading marketers contributing to events, Q&A, surveys, and research on Focus.com under the tag Technology Marketing. After each contribution, you will see the name of the person who made the contribution. If you click on the contributors name, the link will take you to the page on Focus.com where the conversation originally took place. Youll find additional commentary and opinions there as well. We love lists so youll find a lot of them in the Handbook. Lists are the easiest way to consume information, so if you dont have time to read all the text in here, just read the lists. Speaking of lists, at the end of many of them, you will find links to Focus.com that allow you to add your own items. Just click through the link and answer the question that we originally asked on the topic. Finally, feel free to hack, cite, copy, remix, distribute, and otherwise mess with the Handbook.
Consumerization of IT marketing
Youve heard of the consumerization of IT where IT products are becoming easier to purchase and use. The consumerization trend will also impact traditional forms of IT marketing this year as marketers emphasize ease, fun, and simplicity across all of their campaigns. Look for startups to lead the charge here.
Shelfware everywhere
Marketing organizations have been spending record amounts on technology the last couple of years. Whats not clear is how much this technology is actually being used and whether marketers are seeing real ROI. Given the fact that most marketing organizations are long on budget and short on people, it should come as no surprise that there are a lot of shelfware rumors floating around out there.
Click here to add your favorites to the list: What are your predictions for technology marketing in 2012?
Feel free to add your favorites to the list: Which technology marketers are worth watching in 2012?
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Apple Facetime
With every new product, Apple has launched simple yet brilliant campaigns. Apple has stuck to a very similar theme for their new product launches, from the iPod to the iPad2, but went another route with their FaceTime Campaign. Playing off the emotions of seeing a grandchild for the first time, or talking to a loved one overseas, Apple shows the impact of the visual telephone. youtu.be/yatSAEqNL7k
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Johannes Leonardo
This smallish, New York City agency is now famous for the Google Demo Slam, a community driven campaign that has generated over 1 billion page views. www.johannesleonardo.com
Cuban Council
Known as the creative brains behind the Facebook logo, Cuban Council has an unrivaled roster of hot startup clients. See the Zendesk site for an example of what truly creative minds can do for a technology company. www.cubancouncil.com
Traction
Traction counts the likes of Salesforce, SAP, AliBaba, and Intuit among its clients. For Intuit, Traction built a creative application that helped small businesses tap into networks of advisors. www.tractionco.com
You can add your favorite technology marketing agencies to this list: Who are the top agencies for technology marketers?
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Social Media
A Battle for Fans, Friends, and Followers or Customers?
Conventional wisdom says that social media is much better suited for consumer marketers than B2B marketers. In reality though, 86% of B2B companies are using social media compared to 82% of consumer-focused companies. Having said that, B2B marketers utilize social media much less frequently than their B2C counterparts. Only 32% of B2B firms engage in social media on a daily basis, compared to 52% of B2C companies. While social activity may be lighter in business markets, the stakes and potential ROI can still be compelling thanks to higher average deal sizes. One great example is that of Avaya making a $250,000 sale by monitoring and responding to an inquiry on Twitter. Another is EMCs Breaking Records campaign, which won B2B Magazines award for best integrated tech campaign. B2B Magazine noted that the campaign got more than 700,000 views on YouTube, more than 40 posts by influential bloggers, 2,500 participants in the community event and more than 1,500 tweets... The total Facebook fan base more than doubled in two weeks. An impressive 28% of all traffic to the event registration page originated from social media sites and/or social media engagement. Carmen Hill Its also possible to integrate social media activities into traditional technology marketing tactics such as offline events: I am on a 14-city speaking tour with Marketos Revenue Rockstar Roadshow. I collect cards at the event through meetings and a give away and I invite all these people to [connect on LinkedIn] with me before my head hits the pillow that night. I have about an 85% connect rate. These folks also get a follow up email from me the next day so I can see how they react in Marketo... So far, I have created 3 net new [opportunities] in the last 60 days with this approachIt also seems to create a trusted environment. I just got some great answers to research Im doing on CMOs and metrics. I also closed 2 significant deals earlier this year through LinkedIn relationships. Debbie Qaqish
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Social Media
While most technology marketers grasp the basics of social media, here are some trends, tips and techniques to make note of. less customization than Facebook, but its an ideal way to disseminate news and short snippets to your followers and to learn more through your brands mentions and overall sentiment. Paid options such as Promoted Tweets, Trends, and Accounts are an effective way to draw in new followers and even target your competition. Another way to take advantage of Twitter is through its chats. Often, there are weekly conversations around a specific topic with a dedicated hashtag - #cloudchat and #biwisdomchat are two examples of technology-related chats where marketers can participate.
LinkedIn
Every technology marketer is aware of LinkedIn as professional networking tool. But LinkedIn is also a powerful way for marketing organizations to engage in tactical prospecting and lead generation. There are a number of hacks that seasoned LinkedIn users employ to target specific prospects. One example is looking for end users in the networks of competitors salespeople. Its a great way to determine whom the competition is currently selling to. Talk about qualified lead generation!
Facebook
The worlds most popular social network is a consumer marketers dream. So whats in it for an information technology vendor? It can be an effective engagement vehicle for companies targeting the small business community (see American Express as a company thats done an exceptional job of this). One of the hidden benefits for technology marketers lies in Facebook Advertising. The demographic targeting options are incredibly effective and Facebook Insights offers great visual analytics for both ads and pages.
Twitter
While Facebook remains largely a personal network for its users, Twitter is more business-focused. Twitter offers
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Social Media
Know your customer and know their watering holes, when they go there, what they are looking for and why. Debbie Qaqish If your potential buyer spends time in a niche community, thats where you should be. Tune into more targeted, off-the-road communities like Focus, Quora, and Slashdot. Theres also an abundance of vertical communities such as GlobalSpec for engineering professionals. And then of course, there are communities that focus on specific functional roles such as MarketingProfs for marketers and SHRM for HR professionals. One final point - dont forget about the power of offline events. Its one area where B2B marketers have a distinct advantage over their consumer counterparts. Tradeshows, networking groups, and conferences provide unique ways for marketers to brush up on their industry knowledge and network both personally and as a brand representative.
DOs
DONTs
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Social Media
Do solve real problems for your customers
Your audience will value what you say if it is relevant, useful, and helps them in their day-to-day work. Youre there to make friends and build trust, so keep that in mind. The more value you create, by sharing relevant content, asking good questions, etc, the more people will flock to you. Susan Payton more opportunity and less disengagement. Save the pitch for the right time, rather than every other messa[ge, which may mean youll have to get away from those canned responses and really really chat it up. Len Shneyder
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Social Media
also created its own customer community, VMTN (VMware Technology Network). The company shows the love for its advocates by giving them moderation rights on VMTN and showcasing its vExperts across the web.
Rackspace
In 2009, Rackspace brought Robert Scoble, technology evangelist and author, on board. The company then pushed out Building 43, a community site focused on new startups and apps. Scoble frequently conducts video interviews of startup founders to post on YouTube, Google+, and Building 43s website. Though Scoble is only one of the many Rackers who participate in social media, hes brought star power and an authentic, insightful voice to the companys social efforts.
VMware
VMwares social strategy is built on peer and expert communities. Their vExperts tweet and blog on a regular basis about virtualization and VMwares offerings. VMware
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Social Media
and alerts. Twitter Search Set up searches on your brand, keywords and important hashtags. Google Alerts - While they dont pick up everything from Twitter, they do get almost everything from the blogosphere. Set it us as a comprehensive search and send to Google Reader via RSS so it doesnt overwhelm your email inbox. Tweetdeck Set up columns based on search terms. Cotweet - If you have a team of tweeters on one account. You can set up searches in the system. Based on my testing, you need more than one source if you want to make sure you are not missing anything. Frank Days
When you are ready to make a financial investment, here are some of the leading tools to consider.
Alterian SM2 Buddy Media Crimson Hexagon Lithium Spiral16 Terametric Webtrends
Feel free to add your own suggestions to the list by clicking here: What are the best online tools to monitor your brand?
Invite your customers, partners, or thought leaders to guest blog for you
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Social Media
The New Community Rules: Marketing on the Social Web by Tamar Weinberg
Mashables Tamar Weinberg covers how to make a splash in the social media world, from specific online properties, to social etiquette. www.newcommunityrules.com
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Content Marketing
Everyones a Publisher
Content marketing. Its all the rage. But theres a serious gap between what technology marketers think is strong content and what technology professionals believe is great content. The Content Marketing Institute claims that 60% of companies are looking to increase their content marketing spending in 2012, so closing the content gap becomes critically important. What content works for technologists? Heres what the IT pros on Focus.com had to say:
Be brief
Technology professionals dont have a lot of extra time on their hands, and the extra time they do have is better spent working on projects relevant to the business. [Be] concise and to the point. If I need further information, I will call or research. Dennis Morgan
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Content Marketing
[Where] marketing can provide value is by making whitepapers, case studies and generic ROI calculators readily available. If Im looking at two products that are very close in functionality and price, the ability to get the info I need to sell it internally or to better understand the technology at a high level. Technology marketing collateral that lacks details is pointless to me, and has the effect of me paying attention to products that do make their details and spec sheets and such easily available. Andrew Baker [Describe] your differentiators with defensible data [and speak] with FACTS, FACTS, FACTS. Steven Romero [Follow up with] details, examples, FAQs, and other resources that help to demonstrate real needs and issues crying out for solutions. Joel Maloff buyers journey, it is key that they market well and develop the relevant and timely content. Carlos Hidalgo In order to keep your firm out of the bad marketing bucket you need to know your audience. Research to determine what stage of the buying cycle youre creating content for and what problems your potential customers have. [Good] marketing is whatever proposes a solution for problems that I have, whether real or perceived. It engages and educates me. Bad marketing is whatever proposes a solution in search of a problem to solve. Glen Marshall
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Content Marketing
[Marketing] is not the primary way that I select technology products anyway. For me, marketing is nice for awareness, but not much else. A product either does what I need, at the price point I care about, or it doesnt. No amount of marketing will change that. Andrew Baker
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Content Marketing
Not following a content calendar
The first piece of content every technology marketer should create is the content calendar. One of the other shortfalls is not having a content calendar that everyone follows. For example: theres a technical paper being written about the new design of a certain product. This paper will be available for publication on or about the first of December. If your marketing folks also have some kind of product newsletter to clients, each month focusing on specific products, it may be that youll get much more impact from having Decembers newsletter focused on the same product being covered in the technical paper. Who does the blogging or the tweeting? Shouldnt they also be writing about the same product in December as well? Should there also be a push in the sales department to talk the product up? Rick Schwartz the research involved to really understand their prospects and part of it [is] because they dont have a process. But Id also add that before you can have a process, you must have a strategy to guide the process development. Ardath Albee Creating single monolithic pieces of content like white papers or single webinars and expecting them to carry a program. We find that you cant get heard above the noise unless you create multiple pieces of content around a specific topic or program to create buzz. The most successful programs multiple related pieces around a topic including long form content like white papers, blog posts and articles, press releases and pitch content for PR, online and live events on the subject, web pages built into the sites navigation, and video/rich media. Candyce Edelen
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Content Marketing
why a customer should CARE. The companies that are, in the long term, most effective with content marketing will be those who deliver the most powerful core messages to market. I.e. it is a key strategic initiative with top managements attention - not a production line handed off to low-paid employees, contractors and interns. Chris Selland For me, what should come first (and so often doesnt) is a real and abiding interest in peoples problems - call them challenges, if you will. A content marketer who starts his or her day asking how can I get enough webinars, blog posts and white papers out there will make all of the mistakes I see listed here. A content marketer who starts his or her day asking how can I help people - my customers - solve their greatest nagging problems, and how can information help them do it. Ryan Skinner The topics of the content are too generalized. This leads to people glancing at content but not really being engaged because it doesnt speak to a specific enough pain. This is done out of fear of being too niched down and losing potential readers/prospects, even though it does the exact opposite. Erik Luhrs
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Content Marketing
Forgetting that the purpose of marketing content is not only to inform, but one would hope provoke a positive response, and therefore failing to include a call to action or at least a suggestion that the reader/viewer/listener take the next step. Michael Brown A lot of content is beginning to be like marketing material: It makes noise but then doesnt tell you how to follow the music. Ultimately, before anyone creates content and distributes it they should think about what outcome they want from their activities and offer a helpful CTA to readers to help the reader and thereby help themselves. Erik Luhrs as being similar to sharpening your knives the better job you do here, the better results youll have later. Once you have your audience in mind, start developing the flavor of your piece the subject and delivery method. Content that strikes some sort of an emotional chord with people has the best chances of going viral, so shoot for something thats outrageous, controversial or hilarious. (Hint: Content pieces involving cats, unicorns or narwhals tend to take off.) At the same time start working on the delivery. How you present your information plays a huge part in whether or not something goes viral, so is it going to be a video? An infographic? A photo? A blog post? The content and delivery method work hand-in-hand to create a deliciously juicy piece. While the subject and delivery method marinate together, fire up your promotion strategies. Nail down your email and social media campaigns, and look into the best ways to leverage content curation tools like Digg, StumbleUpon, Delicious, Paper.li, and Pinterest. You want a strategy thats white-hot. As you start to throw your content on the proverbial promotion grill, definitely sprinkle in a touch of luck for good measure. One of the biggest factors for whether or not a piece of content goes viral is simply being at the right place, at the right time, with the right topic, presented to the right people. If the prep work and timing are right, youll have a hot piece of viral content thats ready to consume. Read more: What makes content go viral?
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Demand Generation
From Zero to Hero the Hard Way
Demand generation is the lifeblood of technology marketing. Creating demand in the form of pipeline opportunity and revenue remains the only surefire way for marketing organizations to demonstrate value. Even so, many technology marketers are under pressure when it comes to even basic demand generation tactics. In fact, 76% of CMOs list demand generation as their top challenge. Why is that? When it comes to creating demand, marketing must bridge the gap between two constituent groups who are often at odds with each other. The first group consists of prospective customers - they are interested in making the right decision for their businesses. The second group consists of salespeople - they are interested in closing business. Marketing finds itself in the unenviable position of connecting these two groups in a way that is productive for both. Thats hard, but not impossible. Here are some tips for creating demand that can in fact bridge the gap between prospects and customers.
Do:
Do define process and set goals
Too many marketers dive right into lead generation tactics without spending a sufficient amount of time on strategic considerations. Process is vital as once you generate the lead i.e. spend marketing dollars, you must ensure they are managed appropriately or else they will leak out of the funnel. Sirius Decisions reports that only 1-2% of marketing generated leads ever make it through to sales close. To further this point, MarketingSherpa research shows that 52% of marketers have listed lead to sales conversion as their top challenge. This highlights a lack of process. So if you have solid, relevant content without the process to manage and convert, you are most likely losing revenue. Carlos Hidalgo
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Demand Generation
Do define your buyer
Everything gets easier with demand generation if you build campaigns with an understanding of how buyers make purchasing decisions. The first step is to clearly and articulately define your buyer(s). The creation of multiple personas to support this definition is critical. The personas need to incorporate your gatekeepers, influencers, decision makers and executives so that you and your team can quickly evaluation the key value propositions for each constituent. Chris Rechtsteiner
Dont:
Dont talk about your products
Too many vendors focus on things that most buyers just dont care about. If you dont stop talking about features and move to a higher degree of embraceable relevance, your communications are just more meaningless noise. Ardath Albee Stop making everything all about you. Put your marketing super ego aside and start making your marketing all about your customers. Putting your audience first in everything you do is probably the most important resolution marketers can make. But this can only happen when we lay aside our human tendency to self-preserve. Michael Brenner
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Demand Generation
youre viewed as a key player in driving the growth of the company. Rachel Spasser Marketing goals must be tied to revenue. This should be based on the % of the sales pipeline that is driven directly by marketing vs. generated by sales or partners. Henry Bruce [M]arketers should be measured on revenue and this also requires a mind-shift for marketers on being revenue driven. This is not to say that marketers should not have other measurements, but the goal should be about revenue and this highlights the importance of defining the lead planning process which is only successful if done collaboratively with marketing and sales. Carlos Hidalgo Report, 39% of marketers cited email marketing as their top performing marketing channel, higher than any other channel. Email marketing software also saw the third highest investment rate among marketing departments in 2011. Email marketing tactics are not only becoming smarter at adhering to stricter spam laws, but theyre also becoming more mobile and socially integrated. Read on to hear more important email marketing trends that all technology marketers should be aware of:
Mobile integration
Whether [through] smart phones like the iPhone or Android devices or tablets, consumers are increasingly reading and interacting with their emails on mobile devices. Email marketers must re-design their emails for touch, to be more scannable, simpler easy to read on small screens. Loren McDonald With more than half of all mobile phones in North America being smartphones, and these smartphone users spending 40% of their time on the phone dealing with email, it is imperative your email designs will render properly on different devices such as smartphones and tablets. Its no longer about creating a mobile version; its about creating a single version that all recipients can access and read independent of their device. Stefan Eyram
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Demand Generation
Social
Think of social media and email marketing as one hand washes the other. In other words, each of them should promote the other. One of the coolest tools I came across is WiseStamp that allows you to include a social email signature including latest tweets, Facebook status and so forth. Aaron Eden It needs to be said that email and social work hand-inhand and need to be integrated. Email content should be easily shared via social networks such as Facebook, Twitter and LinkedIn while social should be used to build your email subscriber lists. Not every email needs to be shared and not every call to action on a social network needs to ask for email sign-up. However, making these two, related channels work together will be best for marketer and consumer, alike. Stefan Eyram Email was the first social channel. When two people interact, its social and we need to stop making false delineations between channels and simply be as intuitive as our customers are when it comes to using and moving between such channels. Jim Ducharme employees, customers, testimonials, reviews, humor, usergenerated content and content from social media and community sources. Loren McDonald Its interesting that Loren raises the point of humanizing the message since I think this falls in line with another powerful trend: word-of-mouth. Its already flexed its muscle this past year in marketing, social and political change. I dont see this diminishing at all, but growing steadily in power. Jim Ducharme
Automation
While the branding, awareness and luck of timing aspect of broadcast email will continue to work, smart email marketers are increasingly combining behavior and automation to drive up response rates and ROI. From automated onboarding series to cart abandonment series to post-purchase programs, these trigger-based email programs are producing a growing percentage of email revenue. For many companies these programs deliver 25-40% of total email revenue, but look for that to grow to more than 50% for many companies. Loren McDonald For many email marketers the only automation they have are data imports and welcome emails. To increase relevance and timeliness, and to make sure a lack of resources doesnt prevent your emails from going out, automating as much as possible is the trend. This includes welcome email streams, re-engagement campaigns, abandoned-cart emails, and many more. It also includes the import and export of data,
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Demand Generation
segmentation done in the background and reports being created. This allows email marketers to focus on the more important analysis of campaigns and data plus the overall strategy for the email programs. Stefan Eyram Churn is one of the biggest business challenges. Retaining your current customers has rightfully become a priority. One third of your email list will become inactive during the course of the year. Reactivation campaigns are worth their while, but have limited impact. In 2012 the smart marketer aims at preventing inactivity in the early stages of the relationship both to battle customer churn and to get a preferred inbox position. Above the mediocre emails (both literally and figuratively) customer loyalty is moving from keeping the backdoor shut, to keeping customers active at the frontline. This involves well-executed welcome campaigns, interesting, stimulating messages and event driven emails. Jordie van Rijn Up to half - or more - of your email database can be considered inactive. That means they do not open or click your messages and do not engage with your email content and offers. Identify these people at least every 2-3 months and send them one or more special, targeted emails and offers to drive engagement. If you cant re-activate these people remove them from your regular sends as they are unlikely to respond and will only water down your results. Stefan Eyram
Emailed receipts
Receiving transactional messages via email bill is very convenient for the consumer; he will be able to find back those lost documents in his inbox. But there is great benefit for the marketer, who can add offers to these documents. And dont underestimate the value of connecting offline buyers and building online communication with them. The marketing department will be getting a bit more of a grip on these emails, as they are often historically run by other departments. Jordie van Rijn
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Demand Generation
An Update on Marketing Automation and Lead Nurturing
Marketing automation and lead nurturing remain hot topics in technology marketing. Despite all of the attention the segment receives, its estimated that marketing automation adoption sits at around 10% of all B2B marketing organizations right now. Here are three tactics that early adopters of lead nurturing have successfully utilized:
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Complimentary functions
Sales and marketing occupy different but complementary parts within a company. Despite what some sales or marketing employees would tell you, each organization should rely on the other. I like to fall back on a simple one-liner that a wise marketing man once shared with me, and has since been repeated by many. The one-liner is in answer to the question: what is the purpose of marketing? The answer is: To help sales people to sell. It really is as simple as that. The bottom line is, a company has to sell. Sales people are on the front line. A marketing department needs to be acting in support, by establishing product awareness, generating demand, and supporting customer loyalty. Michael Fox However, this is only one side of the coin. Sales also supports marketing by giving them valuable insight into the customer base and their buying habits.
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Lean research
Lean development is all the rage in the startup world and this new way of thinking has implications for marketers at even the largest technology companies. What does lean mean for market research? First, it means that marketing organizations should engage customers directly, as opposed to through third party research companies. Second, marketers should place a premium on a small number of high quality conversations, as opposed to a large number of cursory surveys. Third, it means that marketers should be continuously collecting insights and intelligence. As Carlos Diaz Ruiz says, When do you need feedback? All the time. What changes is the medium to obtaining this feedback and the resources available, and there is not a standard recipe for that.
DIY research
The aforementioned lean principles are also driving new forms of do it yourself (DIY) research. The Internet has made DIY
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Data as a commodity
Theres more information available to us today than at any point in history and the market research industry is no exception to this. Theres an enormous amount of market research data (as well as laconic analyst quotes) available online. Some simple queries on Google that combine the names of IT analyst firms with document extensions such as PDF and PPT expose this data in real time to marketers. There are even firms such as the Altimeter Group that make it a point to make their primary research and data available for free.
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GreenBook
An exceptional resource for vendor-side buyers of research products and services. www.greenbook.org
Research Magazine
The team at Research Magazine continues to crank out highquality media on all things market research. www.research-live.com
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Marketing Technology
Too Many Buyers, Not Enough Users
It was only a couple of years ago that many technology industry experts were referring to the marketing department as the final frontier. Back then very few marketing teams were sophisticated, large-scale buyers of technology. How things have changed in just a few short years. A number of factors have contributed to this change. The development of a variety of technologies primarily designed to help marketers target and engage consumers online has created an entirely new market. As marketing spend has moved online, marketing has become more measurable and easier to track. Also, cloud computing and SaaS delivery models have made technology available to marketing teams without a lot of IT resources at their disposal. Finally, many technology marketers have realized that technology can be a force multiplier for organizations that have historically been resource constrained. While technology marketers have become buyers of technology, its not clear whether theyve become actual users or not. Here are four questions every marketer should ask before signing that license:
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Marketing Technology
Are these technologies usable and relevant?
New, shiny software is great; however people and process come before technology. Just having the right technologies does not make you best-in-class. What gets an organization to that level is how they are used to help drive revenue. Carlos Hidalgo The best assets your company has are its employees, so make sure you dont forget that when evaluating new products.
Is there a valid business reason for why you need this new technology?
Sure you need it but do you really see people in your company taking advantage of this product in the coming months or years? Lets not overlook that the best new technology might actually be using one you have. It is painful to watch the wasted spend above the funnel, and the wasted opportunities that simply get lost in the funnel of many if not most companies. Comparing your companys metrics to those of average and best-in-class companies will go a long way toward improving ROI on investments made in existing technology. Dan McDade
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Marketing Technology
Marketing Automation:
Eloqua, Marketo
Ad Networks:
Bizo, Retargeter
Creative Tools:
Adobe Creative Suite
Website Analytics:
Adobe Omniture, Google Analytics
CRM:
Microsoft Dynamics, Oracle, Salesforce.com, SugarCRM
Email Marketing:
ExactTarget, Responsys, Silverpop
Event Platforms:
Citrix, InXpo, On24, WebEx
This list is by no means exhaustive or inclusive, so feel free to add your own suggestions here: What are the technologies that best-in-class marketers absolutely have to have at their disposal?
Integrated Suites:
Adobe, Hubspot
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Marketing Technology
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Marketing Technology
Most of the CEOs I know avoid the gadgetry of business. They know technology is important, but they view it in the context of achieving their business objectives and enhancing operations and profits. Thats what the technology crowd still struggles with. And thats why CEOs active endorsement, enforcement, and reinforcement are crucial to establish and sustain the focus on the business purpose, processes, and customers the technology is there to serve. Michael A. Brown You need to be able to know which messages are resonating and which are failing. Armed with this data, you can make smart decisions that increase ROI. Tyler Garns Report a few KPIs, or Key Performance Indicators, perhaps 3 or 4 key measures that show other executives whats important. With many of my clients, I initially see pages and pages of KPIs to track, which means that nothing is being tracked effectively. Settle on a few good metrics: like sales leads generated, sales acceptance rate, percent of closed deals sourced by marketing, marketing cost per closed deal. Keep it high level and businessrelevant, and others will pay attention. Thor Johnson
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Brandwashed
by Martin Lindstrom
An expos of the tricks companies use to get us to buy their products and services. www.martinlindstrom.com/brandwashed
Adapt
by Tim Harford
Why trial and error is critical to progress in a complex world. timharford.com/books/adapt
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Contributors
Ardath Albee
CEO and B2B Marketing Strategist, Marketing Interactions Inc.
www.focus.com/profiles/ardath-albee/public//
Dave Brock
Kim Albee
Michael A. Brown
President, BtoBEngage
www.focus.com/profiles/michael-a-brown/public/
Andrew Baker
Henry Bruce
Tom Barnes
Founder, Mediathink
www.focus.com/profiles/tom-barnes-1/public/
Randy Brunson
President, Centurion Advisory Group
www.focus.com/profiles/randy-brunson-1/public/
Michael Brenner
Christine Crandell
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Contributors
Frank Days
Director, New and Social Media, Novell
www.focus.com/profiles/frank-days/public/
Stefan Eyram
Steve Farnsworth
Vaibhav Domkundwar
Founder & CEO, Nurture
www.focus.com/profiles/vaibhav-domkundwar/public/
Richard Fouts
Jim Ducharme
Michael Fox
Candyce Edelen
CEO, PropelGrowth
www.focus.com/profiles/candyce-edelen/public/
Tyler Garns
Aaron Eden
Gary Hart
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Contributors
Matt Heinz
President, Heinz Marketing Inc
www.focus.com/profiles/matt-heinz/public/
Erik Luhrs
Carlos Hidalgo
Joel Maloff
Carmen Hill
Glen Marshall
Chad Horenfeldt
Dan McDade
Thor Johnson
Loren McDonald
Peter Johnston
Brad Moore
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Contributors
Dennis Morgan
CEO/Consultant, DK Morgan Group
www.focus.com/profiles/dennis-morgan-2/public/
Steven Romero
Joan Nowak
Tamara Schenk
Susan Payton
Len Shneyder
Debbie Qaqish
Rick Schwartz
Chris Rechtsteiner
Chris Selland
Prugh Roeser
Elizabeth Sklaroff
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Contributors
Ryan Skinner
Account Director, Velocity Partners
www.focus.com/profiles/ryan-skinner/public/
Rachel Spasser
Matthew Trifiro
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